Activation is not a secret
You can spend all day driving traffic and launching pricing experiments, but without activation, it’s just churn with extra steps
How to sequence your growth squads
Fix activation, and suddenly monetization improves, retention goes up, and acquisition loops actually start to work. Truly, like magic.
How to sequence your growth squads
Here’s a tight list of 5 core responsibilities for the Activation Squad:
- Define and measure activation: Identify the real "aha" moment and track the behaviors that lead to it.
- Optimize onboarding: Design flows, prompts, emails, and guided experiences that get users to value.
- Shorten time-to-value: Remove friction in setup, offer templates, and surf
Elena Verna • How to sequence your growth squads
“It is easier to get an active user to do a lot more than to get an inactive user to do anything.”